# New WhatsApp API Pricing: Pay per Message (Effective 1 July 2025 Update) Author: Manav Mahajan Author URL: https://www.heltar.com/blogs/author/manav-mahajan Published: 2025-07-09 Category: Meta Business Support Category URL: https://www.heltar.com/blogs/category/meta-business-support Tags: WhatsApp API Pricing, Meta Business, Templates Tag URLs: WhatsApp API Pricing (https://www.heltar.com/blogs/tag/whatsapp-api-pricing), Meta Business (https://www.heltar.com/blogs/tag/meta-business), Templates (https://www.heltar.com/blogs/tag/templates) URL: https://www.heltar.com/blogs/new-whatsapp-api-pricing-explained-1-july-2025 If your business uses WhatsApp to talk to customers—whether it’s for promotions, support, or updates—there’s a big change you should know about. Starting **July 1, 2025**, Meta has updated the pricing structure for the WhatsApp Business API. In this blog, we’ll break it down in simple terms so you know what’s changing, what’s staying free, and how to make the most of it using Heltar. ## What’s the Big Change? Earlier, WhatsApp charged **per conversation** (a 24-hour window). Now, from July 1, 2025, it will charge **per message**. This means: - You’ll be billed for each message your business sends. - Pricing depends on **what type of message** it is and **where the user is located**. ## Types of Messages (and How They’re Charged) Messages are now divided into four categories. Some are free in certain cases, others are chargeable. **Type of Message****Used For****Charged?****Marketing**Offers, sales, reminders✅ Yes – always charged**Utility**Order updates, invoices, confirmations✅ Charged _only if outside 24h_**Authentication**OTPs and login codes✅ Always charged**Service**Replies to customer queries❌ Free if within 24h ![](https://prod.superblogcdn.com/site_cuid_clnw4nrag2342701vpmufcj1n2w/images/screenshot-2025-07-10-003745-1752088110812-compressed.png) ## Free Messages Inside the 24h Window If a customer messages you, a **24-hour customer service window** starts. During this time: - You can reply with **Service** or **Utility** messages for free. - This timer resets every time the customer sends a new message. ### What Is the 24-Hour Window? Think of it like this: - A customer messages you → you get a 24-hour window to reply for free. - You can send support replies or order updates **without any cost** during this time. Outside that window, you’ll need to use paid **template messages** (like marketing or authentication). ### How to Get More Free Messages: ‘Entry Points’ Meta gives businesses a smart way to save money using **entry points**. These are actions like: - A customer clicks a **Click-to-WhatsApp Ad** - A user messages you from your **Facebook page** If they message you from one of these entry points: - You get a **72-hour window** where messages are **free**, including marketing! - As long as each response is within the 24-hour window, **you won’t be charged**. #### Example: - A user clicks your WhatsApp ad → messages you - You reply with a promo → free - They ask a question → you reply again → still free - You send a delivery update → still free! ## Discounts for Large Volumes Sending a lot of messages? You’ll get discounts automatically based on how many Utility or Authentication messages you send. ![](https://prod.superblogcdn.com/site_cuid_clnw4nrag2342701vpmufcj1n2w/images/screenshot-2025-07-10-003908-1752088172785-compressed.png) **More messages = lower price per message.** ## What Should You Do Now? Here’s how your business can make the most of these changes: - **Use the 24-hour window** wisely - respond quickly to save more. ![](https://prod.superblogcdn.com/site_cuid_clnw4nrag2342701vpmufcj1n2w/images/screenshot-2025-07-10-003945-1752088206922-compressed.png) - **Run [Click-to-WhatsApp Ads](https://www.heltar.com/blogs/a-complete-guide-on-ctwa-click-to-whatsapp-ads-in-2024-cm56r52a10000ijdwa3mm67f6)** – to unlock free messaging windows. - **Segment your message types** – don’t send a paid message when a free one will do. - **Track volumes** – if you're sending lots of Utility or Auth messages, you’ll get discounts. At **[Heltar](https://write.superblog.ai/sites/supername/heltar/posts/cmcwbu9c3001taedjqzwysts3/heltar.com)**, we help you set this up seamlessly so you only pay when you need to—and automate replies to stay within free windows. ## Summary **What Changed****What It Means**Per-message billing startedYou’re charged for each message, not per conversationFree 24h reply windowStill available—make sure to respond in timeFree 72h from adsUse Click-to-WhatsApp Ads for free marketing messagesVolume discountsMore messages = better rates (on Utility & Auth) ## Let Heltar Help You Optimize Heltar helps you: - Automate replies within free windows - Set up high-performing Click-to-WhatsApp Ads - Save costs with smart message categorization Let us help you get the most out of WhatsApp’s new pricing model. ### 🔗 Useful Links - [Meta Pricing Tiers & Rates](https://business.whatsapp.com/products/platform-pricing#rates) - [Message Template Guidelines](https://developers.facebook.com/docs/whatsapp/updates-to-pricing/new-template-guidelines#template-category-guidelines) - [Customer Service Window Guide](https://developers.facebook.com/docs/whatsapp/cloud-api/guides/send-messages/#customer-service-windows) - [CTWA (Click-to-WhatsApp Ads) Guide](https://www.facebook.com/business/help/447934475640650) --- This blog is powered by Superblog. 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